Converting viewers into a potential lead is the first step in developing a relationship between a consumer and company. A landing page gets designed with a sole purpose to help a business in converting their visitors into a lead. It can click through and lead to another page such as e-commerce or lead generation site, which offers things like a free trial, an eBook, contest entry or webinar registration in exchange for contact information submitted.
So why exactly the product landing page does and why it’s needed to create separate pages to redirect web visitors to when they click on calls to action.
Fact is, a landing page is an integral part of marketing, especially for lead generation. We are detailing a few reasons here that you should consider.
- Lead generation: Generally, a website has two purposes: attract traffic and in their conversion. Rather than diverting traffic to the home page, marketers capture higher and quality leads by sending them to the dedicated landing pages. It is the most effective, cost-effective and most straightforward way to generate more leads.
- Obtain Prospect Demographics Data: The idea of the landing page is that visitors must share information to get the offer details. A form which visitors fill on the landing page helps with contact and demographics information. It gives the data which is essential to understand the new leads and their segment more effectively in order better to target their needs, desires, and pain points.
- Track Data: Data can be tracked easily from the product landing page, and helps in understanding the prospects engagements. You can follow the prospect activities and can know how engaged they are and ready to purchase soon. You can also analyze your product landing page to understand how your marketing offers are performing. Compare your data with various proposals to know what is working and what isn’t. It will help you to optimize your marketing strategies.
- Offer purpose and Clarity: Landing pages inspire specific consumer actions, rather than a webpage, where they could take a wide variety of activities from browsing the history and checking the other stuff, which can cause distraction. Though somehow it can also help, it may take a longer time for action. Landing pages are short one-page descriptions and give a complete focus and clarity. It makes it clear that you want consumers to purchase, contacting you, sign up, or to download with a clear message.
- Optimize: Landing page stays focused on its particular task, objective, or path for a user and facilitates to optimize its task. Landing pages can also be followed and analysed for company benefits. You can do some trials such as using different colours, headlines, images, and forms structures to check what’s involving more people and converting them and what’s stopping them from doing so. Although if you are doing any changes on your landing page, do one at once and test them for a while. This trick will enable you to analyse what is explicitly affecting performance.
No doubt, we are indeed living in a digitally connected world, and moving forward with digital marketing campaign is one of the best investments. Building a digital marketing toolbox with a landing page is an intelligent move to reap the benefits.